Tom Baines

Associate Consultant

Tom is a skilled designer who supports senior leaders to transform their services, enable behavioural change and deliver strategic outcomes.

Tom uses an open, collaborative and human centred design process to build engagement and co-design improvements with staff, customers and partners. He has an ability to uncover the human story in complex problems and use this to create new digital and non-digital experiences.

Tom has a background in complex, large (up to £1 billion) scale transformation programmes across the Public Sector and Higher Education. As well as a SUMS Associate, Tom is Co-Founder of Social Origin, a service design studio focused on creating simple and inclusive services.

Within HE, Tom was instrumental in supporting UCL re-design its core professional services such as Finance and Research Services. His work with Research and Innovation Services laid the foundation for significant investment in structural organisational changes and service improvements.

Tom is passionate about making design a collaborative and inclusive process and using it as a tool for positive change. He is open minded, curious and enjoys exploring new approaches to solving complex problems.